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10 who to watch in 2006

Published on December 19, 2005.

1. August Busch IV

The scion of an iconic family business bearing his surname seems a sure thing. But that's not the case for Augie. If he is able to get more, and younger, folks drinking beer and fewer turning to spirits, it will turn around the fortunes of Anheuser-Busch, giving August IV a solid case for taking over. But it won't be easy.

2. Mark Cuban

The Dallas Mavericks owner is rattling Hollywood with his 2929 Entertainment. Cuban's heretical idea is to introduce films simultaneously across a number of platforms. That's shaking up the status quo for the $9.5 billion theater industry, and attracting some interest from studios.

3. Mary Dillon

It's time for the former Quaker Food executive to prove herself at McDonald's. And it'll be a challenge to follow the successful record of Larry Light, a rare executive who was given uncharacteristically wide latitude by top management. Dillon will need to quickly flex some strategic and political muscle before the company's annual worldwide convention in April.

Guess who's back? The charismatic, unpredictable and wholly eccentric Frank Lowe. And he's already snagged the Tesco account from the London agency that bears his name. The always-entertaining agency icon is lining up partners but has remained mum on what his next move will be-though those who know him suspect the Heineken account is his next stop.

5. Susan Lyne

With Martha back in action, it's time for Martha Stewart Omnimedia President-CEO Susan Lyne to prove that she can fit in. Ms. Lyne told investors this month that the company is seeking to develop other personalities besides Stewart.

6. Mary Minnick

Scary Mary swept though the marketing ranks at Coca-Cola Co., and the result wasn't always pleasant for its agencies or internal marketing staff. Ms. Minnick is set to unleash a host of adventuresome new products. She's already sent back to the drawing board some iconic advertising work, and ditched Berlin Cameron for Wieden & Kennedy.

7. Tom Rogers

Mr. Rogers is trying to convince advertisers it's a beautiful day in TiVo's neighborhood, but not many are buying it. The time-shifting device that began life as the bane of marketer's existence is now being touted as its savior. Trouble is, the device has a small base of subscribers and big competition from cable companies.

8. Dan Snyder

The roller coaster ride is just beginning for Dan Snyder, who has finally gotten some board seats at troubled Six Flags. Now, the Washington Redskins owner is bent on scrapping the company's marketing strategy (including Mr. Six!) and building his own. He's intends to find corporate sponsors for park rides and reposition the park as a clean and friendly place to visit.

9. Rick Wagoner

It's hard to know whether to sympathize with Chairman CEO Rick Wagoner, forced to find $6 billion in cost cuts at GM this year. Employee discounts, total value promises and Red Tag sales have failed to wean consumers off costly incentives, and the company is closing factories and trying to win concessions from its unions.

10. Jeff Zucker

After years of buyers courting NBC, Zucker-bashing

became a sport last year. "The Apprentice" with Donald Trump, is slipping and the Martha Stewart version was a bust. Still, there are bright spots with "The Office" and "My Name is Earl," and ultimately the joke may be on the Zucker-yukkers. This month he was named CEO of Universal TV group; some press accounts paint him as a successor to NBCU chairman-CEO Bob Wright. Go figure.